Digital Marketing

5 Ways your Local Business Ranking can Drive Organic Click-through-rates

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Struggling with driving potential customers to your local business website landing page? So you’ve focused on all the right digital marketing strategies to get Google to notice you. You’re even made it to the first page in search engine ranking pages (SERPs). Yet boosting your click-through rates (CTRs) is proving to be a challenge. 

The competition and space in local search results are getting tighter. It’s simply not enough to get listed in first page SERPs. 

Why?

It really bottles down a very simple explanation – the higher your page rankings, the higher the number of organic clicks your local business listing will earn. In other words, there is a direct link between rankings and organic CTRs. If your business listings rank lower in SERPs, your clicks and conversions will drop substantially. 

If you want to boost organic CTRs for your local business listing in SERPs, here are a few simple SEO tips and strategies to follow. 

Search Rankings and CTRs

Ok so first things first, as mentioned above, making it to the first page in SERPs does not guarantee a higher CTR – unless your site features among the top 4-5 results in SERPs. So if you are number 7 on first page SERPs, and your competitor is placed at number 5, chances of potential customers clicking on your competitor’s site are much higher when compared to you. According to research from Nielsen Norman Group, when scrolling for information, people tend to focus more on information that features towards the top of the screen as opposed to listings that populate the bottom portion of their screen.  

It is true that first-page SERP ranking is the best way to gain brand visibility for your local business. However, if you want to boost organic clicks for your business listing, then getting your website featured within the first 5 listings is the best way of boosting site traffic.

Drive Organic CTR for your Local Business with these Top 5 Strategies

Now that the relation between high rankings and organic CTR has been established, time to get down to business. Here are top 5 strategies to focus on to boost organic clicks for your local business.

Strategy 1 – Title Tags

Your title tag defines the title of your web page and essentially includes the following 3 components:

Headline: A blue clickable link that defines your page title.  

Description: This provides a brief snippet of the page content. 

URL: The address of a web page.

How you title your page or craft your title tags can have an impact on the clicks that page earns in SERPs. So it is important that you give some thought to how you craft your title tags.

Few things to keep in mind when crafting your title tags;

  • Ensure you include the target keyword in your title tag closer to the beginning. Not only does that help in grabbing the attention of a potential customer, but it can positively influence your rankings. 
  • The title length should be maintained to keep it safe from truncation. Ensure your title tags fall in the range of 35 – 55 characters.
  • Take some time when deciding on how you word your title tags – include words that align with user queries, try to match your brand voice with your title to display consistency in brand messaging. 
  • See how best you can tweak your page titles to make them more clickable in SERPs. While you do this, make sure you continue to include target keywords – removing keywords can have a negative impact on your organic ranking in SERPs.

Strategy 2 – Meta Description 

Meta descriptions offer information on what the content is about content prior to visiting the page. Your Meta descriptions can have an impact on clicks and site traffic. So it is important that you focus on optimizing Meta descriptions for pages that have the best traffic generation opportunities. 

Few things to keep in mind;

  • Ensure you maintain the specified length – keep the page summary to below160 characters. The length for mobile searches should not exceed 130 characters.  
  • Make sure you include your target keyword(s) in your Meta description. Remember, these get highlighted search results.
  • Instead of using generic descriptions, ensure your Meta descriptions are clickable with a descriptive copy. 
  • Ensure your Meta descriptions are unique. Bear in mind that Google will penalize duplicate descriptions. 
  • When you craft your Meta description, be sure to include a call to action.

Strategy 3 – Optimize your Page URLs 

Did you know that by optimizing your URL and by including keywords within your URL, you can effectively boost your CTRs?

Here are a few things to keep in mind when optimizing your page URLs;

  • Keep your URL length short – typically the length of page URLs should not exceed 66 characters. 
  • Ensure you include the primary (exact) keyword that you want to target in your URL.
  • Use lowercase letters, avoid using characters and numbers.
  • Use hyphens as word separators instead of using underscores. 

Strategy 4 – Rich Snippets

Rich snippets can amplify the SERP space your listing occupies. In addition, rich snippets can boost the visual aspects of your SERP results to effectively boost your local business’s organic CTR.  

Follow these steps when publishing structured data;

  • Go to Google’s Structured Data Markup Helper and choose the rich snippet type that you want to create. 
  • Next, paste the URL or HTML source of the page you wish to add markup code.
  • Highlight the page elements to be marked up in the structured data.
  • Hit the Create HTML button.
  • Go ahead and add the generated structured data onto your page HTML.
  • Use Google’s Rich Results Test to preview and test the rich snippet. 

Once this is done, your schema markup will generate a report to display the eligibility of the newly created rich snippet. You can use this report to tweak or fix any issues before the page is published.

While creating rich snippets keep in mind that using structured data in your page’s code will not always lead to your search listing displaying your rich snippet. Why? Because at the end of the day, search engines such as Google focus on offering what is best for search users. And at times this may not require displaying results with a rich snippet.

Strategy 5 – Target Pages that Deliver Maximum CTR Gains

If your local business website has a lot of pages, instead of optimizing each page, focus on those that hold potential to deliver maximum CTR traffic. Google does not look at all Meta descriptions. Focusing your efforts on pages that offer little by way of SERP visibility, is a waste of time and effort. 

So it is best that you optimize for pages that appear on first page SERPs and those pages that rank for target keywords that have higher search volume potential. 

As mentioned above, SERP ranking and CTR are linked so you stand to gain a lot vis-à-vis traffic volume with these improvements. 

In Conclusion

Simply ranking on first-page search results is not enough to drive traffic to your local business website. For local businesses, it is ideal that they start by first focusing on getting featured in first-page search results. Once this goal has been achieved, the next step is to use search optimization strategies such as the ones mentioned above to further boost their rankings, increase organic clicks, and ultimately drive real traffic to their website. 

Team HPSEO

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